Duration: 1 class session
Go to your copied BevLaunch portfolio and click Lesson 6: Target Consumer
Optional: Target Audience Activity Rubric
Pathway: Finance, Hospitality & Tourism
Learning Format: Blended Learning
Essential Questions
Teacher Preparation
Lesson Overview
Future Ready Skills
Resources
Learners will understand what a target consumer is and why it is important. Learners will design a target consumer profile for their new beverage.
Prepare to lead icebreaker discussion with thoughtful comments on the consumer profiles will be collected and if they will be assessed using the sample rubric. The rubric can also be used to implement Peer to Peer feedback.
Lesson 6
Marketing: Target Consumer
LEARNING.NAF.ORG
PG 1 OF 2
Lesson 6
Activity: Learner Assignment
Activity: Whole Group/Class
Time: 10 mins.
Time: 30-40 mins.
Assessment (optional)
Asynchronous Learning
Marketing: Target Consumer
Direct learners to their beverage company groups. Direct students to the Bulb student portfolio and have them fill out Lesson 6: Defining your target consumer. Groups should fill out the profile data for the target customer they will innovate for. Teams will summarize their target consumer in one or two sentences. Finally, head to the Pitch Deck in the Student Portfolio and paste the summary in the Target Consumer section in preparation for Pitch Day.
Show the introduction video (54 seconds). Go to the second slide in the Google slides presentation. Define target consumers: a group of people identified as being likely customers of a business. Show Brand-Target Audience Match Up slide. Have students individually or in pairs match the company with the target audience for that company. How do they know the company is targeting that segment of the population? Reveal the answers below and discuss the evidence pointing to the right answers.
Starbucks - 22-60 year-olds, urban, middle to upper-class men and women
Coca-Cola - primarily 10-25-year-olds, male and female, average to high income
Sprite - 14-29 years old, interest in athletics
Some ideas that may come up. Sprite's brand ambassadors include LeBron James and newer artists like Coi Leray and Starbucks pricing compared to other coffee drinks.
Use the Target Audience Profile Rubric to provide feedback to groups.
Learners can explore a company of their choosing and prepare a report or presentation on their company's target audience with supporting evidence.
LEARNING.NAF.ORG
PG 2 OF 2